Enterprises that are always thinking about innovation and upgrading, and have the courage to take a completely different path from others, can win the market for a long time.
Written by | fufu, edited by | Sharp Fur
As the market enters the era of stock, real business competition intensifies. If new projects want to stand out and win the favor of the market, they must not only understand the changes in consumer demand, but also continue to innovate and use multi-dimensional upgrades to achieve business growth.
There is always a group of "special" practitioners in the industry, and the commercial projects they develop often adopt a unique and self-consistent operating model that evolves based on their own characteristics. This brings them the bright spots of enterprise differentiation, but also makes them stable in the changing market.
As a pioneer in the real estate private equity investment fund industry, Everbright Anshi has recently used its own case to prove to the market once again their continuous iterative commercial strength.
On December 31, 2021, its new project Everbright Stone Hongqiao Center Art Park Da Rong City (hereinafter referred to as Changning Art Park Da Rong City) bloomed in the magic capital with 100% occupancy rate, and in just 4 days, it achieved 300,000+ passenger traffic and 28.2 million + sales.
Behind the good performance is a logical business thinking, this push, we will all the three major upgrades brought by Art Park Da Rong City, taking Everbright Anshi as an example, to see how enterprises can surpass themselves and achieve rapid development.
Upgrade I Project business value increase
According to local conditions, maximize the commercial potential of existing projects
Under the stock, if you want to create a commercial project recognized by the market, it is inevitable that blindly laying out cards is not advisable. On the contrary, the "investment concept" is applied to the business, in-depth research and mining of the value behind the project, and there is a chance to create a high-quality project. And this is the strength of Everbright Anshi.
Founded in 2007, Everbright Anshi is the largest industrial investment fund manager and real estate investment platform under Everbright Garbo Co., Ltd. and China Everbright Holdings Co., Ltd. Everbright Anshi is known for its investment and is the earliest enterprise in China to establish a closed-loop asset management model of "fundraising, investment management and withdrawal".
In the commercial field, Everbright Anshi's strategy is to invest in downtown shopping malls located in second- and third-tier cities and regional shopping malls in first-tier cities and key second-tier cities, and enhance their commercial value by transforming and operating according to local conditions.
△ Renderings of Darong City of Guanyin Bridge in Chongqing
Among them, several cases are enjoyed by the industry, such as Chongqing's Guanyin Bridge Darong City, Everbright Anshi repositioned after taking over, re-creating a "youth theme shopping park"; and another such as Xi'an Darong City, after in-depth market research and judgment of local customer consumption demand and consumption power, introduced beauty lines of international brands such as DIOR, YSL, Armani, etc., deeply excavated the high-end consumption potential of the project area, so that the commercial value of the project and the area was enhanced.
This time, Changning Art Park Da rong city is also another sincere work brought by Everbright Anshi to Shanghai.
The project is located in the Linkong Economic Park in the west of Shanghai's Changning District, formerly known as Yichu Lotus Supermarket and Gold Exchange Market, which has long been mature, covering more than 900,000 office and residential people within 3 kilometers of the surrounding area, and also has good consumption power. However, in the early years, Changning commerce was mainly concentrated in Zhongshan Park and Gubei Area, and residents in this area have always regretted that there is no better place to consume at their doorstep for many years. After taking over this plot, Everbright Anshi injected innovative commercial operation thinking into it, trying to help promote the renewal and upgrading of business and consumption in the area.
In order to make full use of the geographical advantages of the project adjacent to the Hongqiao comprehensive transportation hub, seamless connection with Songhong Road of Metro Line 2, and further activate the commercial value of the project, Everbright Anshi has given it a new project positioning. As the debut of the Art Park Da Rong City brand, the project seems to be riveted, and strives to break the convention, through the combination of indoor and outdoor architectural forms to create a "Park"-style consumer field, while borrowing a reasonable combination of formats to achieve the commercial positioning and value concept of quality lifestyle.
Everbright Anshi is proving with practical actions that as long as through in-depth research and reasonable commercial layout, projects that were originally in the value depression can be "turned into decay into magic", thereby enhancing commercial value and obtaining premium returns.
Upgrade II. Regional consumption upgrade
Effectively meet the quality consumption needs of the 15-minute living circle
High-vision consumers are placing higher demands on the industry. At present, the business trading standards in the city center have spilled over to the creation of regional businesses. Therefore, in order to further provide quality services and create product forms and operational contents that local consumers are satisfied with, Everbright Anshi chose to use the new product line Art Park Da rong city to be deeply rooted here, and used two lines to complete the quality upgrade of regional commerce and win the recognition of local residents.
First of all, it is the investment promotion and promotion level.
The project has chosen to introduce a large number of brands that are familiar to locals but have not yet appeared in the surrounding life circle, and has attracted more than 250 high-quality brands to settle in, including the new image upgrade store of LEGO authorized stores (Shanghai first store), Champion, UNDER ARMOUR, Huawei MSC Intelligent Life Hall (Shanghai first store), Dongfeng Nissan ARIA Experience Center (the first store in China), and brands that focus on exquisite petty bourgeois tones at the catering level, such as Net Red Nippon Heiseiya, Lele Tea, Nesher's Tea PRO, The first KUMO KUMO in Changning, the first Sunflour sunshine grain in the inner ring and outside the inner ring, and the first M+ LIVEHOUSE in China.
The core of such an investment strategy is to let the residents living here intuitively feel the consumption upgrade, and they can get more quality commercial consumption choices without leaving the 15-minute living circle.
Not only the brand format, but also in the promotion, the project is also with great care. For example, at the time of opening, the project cooperated with the well-known digital content platform OUTPUT, and joined hands with its contracted American pioneer artist Giselle Angeles to conduct a 3D light and shadow show - "Photosynthetic Boundless" light and shadow art digital exhibition in the building at the intersection of Songhong Road and Tianshan West Road. In addition, the project also joined hands with the domestic cutting-edge digital immersion company BLUBLU to build the sunken square into a "time and space secret" through the immersive naked-eye dream light and shadow show.
With the architectural advantages of its own open block, the project, together with light and shadow technology and multi-sensory immersive art experience, creates a multi-dimensional immersive interactive atmosphere for visitors, and is also an upgrade of artistic aesthetics in the regional commercial space, using public art to light up the lives of residents at their doorstep.
In addition, it is the emergence of the "four major self-operated spaces".
These four different types of spaces include Rongmei Market and Fusion Food Club that meet the needs of the public, as well as vertical theme spaces KOL BOX and ART PARK CAMP Happy Hour based on purposeful consumption.
As a new concept vegetable market brand jointly created and developed by Changning Art Park Da Rong City and Shanghai Meitian, the selection principle of Rongmei • Market is: exquisite and affordable, one-stop to meet the daily food procurement needs of surrounding residents. It is worth mentioning that the price of vegetables here is consistent with that of traditional vegetable farms, while the environment is significantly better than the latter.
△ Rongmei Market
Descending down the spiral staircase, it is connected to the Rong Food Club, in the form of a food court, rejuvenating and aggregating a variety of catering dishes such as Songhe Lou Noodle Restaurant, Xiaoman Handmade Powder, Chen Xianggui, Master Wang, etc., to create a convenient and quality dining collection space for office workers and residents.
△ Rong · Food vera
If the above two are mass commercial spaces to solve the daily consumption of residents, kol BOX and ART PARK CAMP happy hour are Everbright Anshi's exploration of creating vertical experiential spaces.
KOL BOX talent light box with the "three pits" culture as the core, while recruiting related formats, will also hold two-dimensional theme offline markets and other circle activities; and art PARK CAMP, which is deeply cooperated with Morning LAB, the most powerful outdoor lifestyle operator in China, will also cover innovative formats such as camping food experience, magic experience, and cute pet space, and gather well-known talk show troupes to lead a new lifestyle of urban outdoor experience.
△ KOL BOX light box
△ ART PARK CAMP in preparation
In general, whether it is the spatial layout, brand investment or content activities, Changning Art Park Darong City is trying to further enhance the consumer experience of the entire area through exploration and experimentation.
Extending from the self-operated space to create this line, we also saw that under the keen insight of Everbright Anshi on the changes in consumer demand, enterprises use investment thinking to deepen the polishing and innovation of product strength.
Upgrade III. Enterprise Product Power Innovation
Everbright Anshi that is constantly iteratively upgraded
In fact, whether it is to adapt to local conditions, operate commercial projects with investment concepts, or launch high-quality businesses that are more in line with consumer needs, or even invest in cost research and development self-operated space, behind it is the performance of Everbright Anshi's emphasis on the upgrading of its own product strength.
The "doorway" behind the self-operated space
In order to solve the cold area in the field, these four self-operated spaces created by Everbright Anshi use purposeful consumption scenarios to alleviate problems and enhance the diversity of the experience in the field.
Through self-operated space rather than other brands to attract investment, we can maximize the use of space area, and effectively use the areas with low flow of people and difficult rental prices in the moving line, which also shows the characteristics of Everbright Anshi's "investment perspective to do business".
It is worth mentioning that the four self-operated spaces of ART PARK Darong City, the overall atmosphere, design sense, brand, and suitable age stage, all intentionally present a "sense of proximity to the people". This is intentional, and while getting closer to local consumers, it is also a manifestation of expanding product compatibility. Perhaps in the future, these self-operated spaces will soon be implanted into more other commercial projects to achieve the butterfly change of space "IP", so as to help enterprises open up a broader path of commercial realization by creating a "third space".
"IMIX Da rong city" and "Art Park big rong city" go hand in hand
Before the launch of Changning Art Park Da Rong City, Everbright Anshi was more recognized by the industry as the "IMIX Da Rong City" product line, mainly positioned as a larger and comprehensive one-stop consumption complex, in the future, this product line will still play an important role in specific cities and regions.
△ Jing'an Darong City
As a quality upgraded Art Park, Art Park Da Rong City will serve as the "new camp" of Everbright Anshi in the market, and will face the new middle class and the market with strong demand for consumption upgrades.
This time, the debut of Changning Art Park Da Rong City as a product line not only brought about the upgrading of the project itself and the surrounding area, but also showed a new understanding of Everbright Anshi as a project party and of the industry, and also let us see more commercial possibilities of Everbright Anshi.
After Changning Art Park Da rong city, two other new projects will be launched, namely Beijing Xinguang University Center Art Park Da Rong City and Beijing Zhongguancun Art Park Da Rong City.
It is believed that these two projects will also show the industry the new thinking and new iteration of Everbright Anshi in the Art Park product line, and also look forward to the more mature Art Park product line in the future to help Everbright Anshi upgrade its commercial trading power again.
The above is our three-point upgrade insight into the opening of Changning Art Park Darong City. It is not difficult for us to peek into the epitome of the current development of commercial real estate from behind it:
First-tier cities from the incremental market to the stock market is an established fact, but the real commercial potential of the area, project is not much, need to dig deep, research and judgment, and then decide to enter, Everbright Anshi is a typical investment vision to do business, not blindly entering, not in a hurry to decide.
Regional businesses have also seen the need for "quality upgrading", because consumers' vision is constantly improving, and they need to face local consumers with products and operational content that are sincere enough, and only by gaining their approval can they continue to gain a foothold in the local area.
Only enterprises that constantly think about market changes and strive for progress will certainly invest in new product innovation, and only innovation is the driving force for enterprises to seek progress and iteration.
In the final analysis, commercial real estate is closely related to the construction and development of the entire city and the spirit of the city, and the response of each enterprise to the changing market and the ability to build a moat are becoming more and more demanding. In the case of Everbright Anshi, what we see is the wisdom of a company, perhaps its products are not the most gorgeous in the market, but the pragmatic management of this enterprise and the unique business operation logic are also opening up a path for its steady development.
This may be that every enterprise and brand that believes in long-term doctrine is trying to make a breakthrough, and there is only one goal: to stand in the market for a long time and win for a long time.